In May, Menulog teamed up with Snoop Dogg to remake the brand’s Did Somebody Say jingle. The UK got to see the result first but now – at last – it has arrived in Australia. At last, because it’s wonderful – an all generation pleaser that blends Snoop Dogg rebellion, Snoop Dogg hip-hop swag and Menulog’s brainworm.
Snoop Dogg commented, “People said it could never be done – a Menulog track that you can get down to. The original was a great track but it’s had its run, it needed to upgrade. That’s why they brought me in; to put some spice on it.”
Patience has its rewards though. Snoop Dogg is a dab hand in the kitchen so to celebrate the new track, Menulog is launching Dogg’s Diner in Australia, a limited-edition menu serving up some of the hip-hop star’s favourite West Coast classic dishes. Dogg’s Diner will feature some of the most popular dishes in Snoop’s cookbook, From Crook to Cook, published by LA-based media and content house, Merry Jane, and will be available in Australia from June 19 to July 3, exclusively via Menulog. Launching on a Friday, Australia’s favourite day to order American food on Menulog, the Snoop approved menu will be recreated by some of Australia’s favourite American-inspired restaurants including Milky Lane (NSW, QLD, ACT), Down N’ Out (NSW), Meet Patty (VIC), Chimek (WA) and Nordburger (SA).
Simon Cheng, Menulog chief marketing officer, stated, “We are excited to celebrate the revamped Did Somebody Say jingle with the launch of Dogg’s Diner – at a time when Australians could use a bit of light entertainment and some delicious comfort food. There was no better way to mark our partnership with Snoop Dogg than giving our customers across the country the chance to enjoy some of the Dogg’s best dishes, delivered to their door.”
The menu is without question, American:
- Get Tha Chip Fried Chicken Wings: Crispy golden buttermilk chicken wings with a sprinkle of potato chips. Snoop’s take on the shake n’ bake! Available at: Meet Patty, Milky Lane, Nordburger, Chimek
- Mack & Cheese: Inspired by Snoop’s wife, The Boss lady, this Southern staple is loaded with cheddar, mustard, nutmeg and cayenne pepper. A must if you like cheese. Available at: Down N’ Out, Chimek
- Billionaires Bacon: For ballers and real players, get stuck into some sticky bacon with sugar and red and black pepper glaze. Enjoy Uncle Snoopy’s bacon on its own, or add it to a burger. Available at: Down N’ Out, Milky Lane
- Squad up Chili Cheese Fries: Taking fries from a lil’ snack to a bonafide meal with chunky ground beef chilli and gooey cheese. Available at: Milky Lane, Meet Patty, Nordburger
- Rolls Royce PB-Chocolate Chip Cookies: It’s peanut butter chocolate chip cookie time. This is a highly satisfying way to end a delectable meal. Available at: Down N’ Out, Meet Patty, Nordburger
- OG Chicken and Waffles: Perfection takes time – Snoop’s words. Brined and battered, this crispy chicken is served with sweet buttermilk waffles and maple syrup. Did somebody say OG taste of L.A? Available at: Chimek
- DOGGs in a Blanket: Be the Top Dogg with Snoop’s DOGGs in a Blanket. Sliced jalapenos with some of that melted cheese goodness, baked in a golden croissant. Available at: Down N’ Out (CBD only)
- Bow Wow Brownies and Ice Cream: Every baker’s dream, these brownies will take you to cloud nine. Served with a side of 110ml Magnum ice cream tub, what could you not love? Available at: Chimek
- OG Gin & Juice: Snoop’s very own concoction – The homies’ drink of choice is gin and orange juice. Available while stocks last at: Milky Lane
Here are the eight things about Snoop Dogg & Australia’s love of American food that cemented the idea into a launch campaign for Menulog:
- According to new research by Menulog, only 5% of Australians are aware that Snoop Dogg can cook.
- In 2018, Snoop released From Crook to Cook: Platinum Recipes from Tha Boss Dogg’s Kitchen serving up 50 recipes from the Dogg’s very own collection.
- Snoop Dogg shares his passion for the kitchen with American cooking and lifestyle star Martha Stewart, forming an unlikely friendship and in 2016, a television cooking program.
- Just like Snoop and Martha, 83% of Aussies love an unlikely pairing. Fried chicken and waffles are at the top of Australia’s unlikely food combo list (25 per cent) followed by hot dogs in a croissant (22 per cent) and sweet and salty bacon (19 per cent).
- The research also indicates that when it comes to comfort food, comfort clothing is essential. 65% of Australians are craving comfort food now more than ever since social distancing came into effect and in true Snoop style, nearly three quarters (72%) are eating comfort food in their favourite loungewear.
- Australia’s favourite American dishes (percentage is of total orders):
- Burgers (18.72%)
- Pizza (11.59%)
- Bacon (8.51%)
- Friday is the most popular day for American food, with 45 per cent of all orders being American inspired.
- The most popular time on Friday to eat American inspired food is at 6pm (40% of orders on a Friday).